改革开放以来，我国的民办教育经过了从无到有、从小到大、不断发展 的历程，已经成为我国教育事业的重要组成部分。起初，由于经济社会等的 发展不足，对于民办教育的需求量也不大，伴随着经济社会的发展，人民群 众对于教育的需求呈现多样化，民办教育在这个形势下，不断成长壮大，顺 应了社会的发展。作为一家社会力量的地方性办学机构，如何准确抓住市场， 满足市场需求，提供优质的教学服务、培训服务，在激烈的竞争中站稳脚跟， 并能够保持一定的优势，保持不断增长和扩大影响力，是华元教育培训有限 公司需要全面深入进行思考的问题。而建立适应市场需求和企业本身发展的 经营战略，则是华元教育培训有限公司经营管理中首先要思考并建立起来的 重点。只有把这些问题思考清楚、设计明确，才能使企业在发展过程中有明 确的指引方向，才能在竞争中保留一席之地，才能让企业发展得更持久。 本文在对教育培训行业全面分析的基础上，紧密结合华元教育培训有限 公司的实际情况，分析了行业发展的现状、趋势，主要竞争对手的对比，企 业自身的优势和劣势以及所面临的机遇和挑战，并寻找到企业自身的不足以 及改善的方向，明确了企业的经营战略和目标。通过加快人才培养、加强产 品研发、优化企业的服务流程、加快推进企业的信息化建设、加快区域拓展， 形成品牌合力等五个方面，确保公司战略目标的实现，为华元教育培训有限 公司不断增强核心竞争力，不断提升企业效率和品牌影响力，不断提高客户 满意度打下坚实基础。 关键词：教育培训；竞争战略；战略目标哈尔滨工业大学高级管理人员工商管理硕士学位论文 - II - Abstract Since the reform and opening-up, domestic non-government funded education industry has grew out of nothing, realized the increase in scale, developed continuously and become an important part of domestic education and serves as a significant accelerator in making up for the inadequacy of public education expenditure, increasing access to education, advancing the reform of school-running system, promoting educational competition and constructing a socialist education system with Chinese characteristics.As a non-government local school-running institution, Huayuan Educational Technology Co., Ltd. needs to conduct comprehensive and in-depth thinking on the problem of how to accurately grab market share, satisfy market demand, provide high-quality teaching service and training service, gain a footing in fierce competition, maintain certain competitive edge, keep growing and expand its influence. While the formulation of business strategies that suit market demands and the development of the enterprise is the key point that must be considered and determined first in the operation and management of Huayuan Educational Technology Co., Ltd. Only by clearly thinking over these problems and determine the solutions to such problems can the enterprise develop with specific directions, survive in the competition and realize sustainable development. On the basis of general analysis of education and training industry and in close combination of the realities of Hua Yuan education and training limited company, an analysis on status and trend of industry development, comparison with major competitors and strengths and weaknesses of the enterprise itself together with its opportunities and challenges was carried out. And by searching out the shortage of the enterprise itself as well as the direction of improvement Meanwhile, in the interest of the realization of strategic targets of the company, countermeasures should be implemented from five aspects, including accelerating the personnel training, strengthening the product research and development (R&D), optimizing the enterprise service flow, promoting the informatization construction of enterprises and speeding up the regional expansion for brand joint force formation, which would lay a solid foundation for哈尔滨工业大学高级管理人员工商管理硕士学位论文 - III - consistent strengthening and improvement of core-competitiveness, enterprise efficiency and brand influence power as well as customers' degree of satisfaction of Hua Yuan Education and training Co., Ltd. Key words: education and training, competition strategy, strategic target哈尔滨工业大学高级管理人员工商管理硕士学位论文 - IV - 目 录 摘要...............................................................................................................................I Abstract..........................................................................................................................II 第 1 章 绪论................................................................................................................... 1 1.1 问题的提出..........................................................................................................1 1.2 企业发展战略研究综述.................................................................................... 3 1.2.1 战略理论研究..............................................................................................4 1.2.2 企业发展战略研究现状.............................................................................5 1.2.3 教育培训机构战略研究.............................................................................6 1.3 本文研究的内容与结构.................................................................................... 6 1.3.1 主要内容.......................................................................................................6 1.3.2 论文结构.......................................................................................................6 第 2 章 华元教育培训有限公司发展战略环境分析...............................................8 2.1 外部环境分析......................................................................................................8 2.1.1 民办教育培训环境分析（PEST 分析）.................................................8 2.1.2 民办教育培训行业发展状况...................................................................11 2.1.3 民办教育行业竞争分析...........................................................................15 2.2 华元教育培训有限公司内部条件分析........................................................ 17 2.2.1 公司概况.....................................................................................................17 2.2.2 华元教育培训公司内部资源.................................................................. 19 2.2.3 华元教育培训有限公司的内部能力分析.............................................20 2.2.4 华元教育培训有限公司的培训课程和教学服务................................21 2.2.5 华元教育培训有限公司近年的培训规模.............................................22 2.3 本章小结............................................................................................................23 第 3 章 华元教育培训有限公司发展战略的制定.................................................24 3.1 SWOT 分析........................................................................................................24 3.1.1 优势（S）与劣势（W）分析................................................................ 24 3.1.2 机会（O）与威胁（T）分析.................................................................26 3.2 总体战略目标的确定.......................................................................................27 3.2.1 制定战略的原则........................................................................................27 3.2.2 公司发展愿景、使命与战略目标..........................................................28哈尔滨工业大学高级管理人员工商管理硕士学位论文 - V - 3.3 竞争战略的选择...............................................................................................30 3.3.1 竞争战略分析............................................................................................30 3.3.2 华元教育竞争战略选择...........................................................................31 3.4 本章小结............................................................................................................31 第 4 章 华元教育培训有限公司实施战略的保障措施........................................32 4.1 加快人才培养................................................................................................... 32 4.2 加强产品研发.....................................